An exploratory analysis of the critical success factors of the eBay corporation.
Written in 2007; 4,774 words; 10 sources; MLA; $ 122.95
Paper Summary:
This paper analyzes the successes and failures of eBay. Specifically the paper evaluates the factors that are contributing to the increasing popularity of eBay within the UK and discusses what factors influence buyers and sellers to utilize eBay's services. The paper predicts that multiple external variables including consumers' access to capital, desire for convenience, location and computer savviness will influence their buying and selling behaviors on eBay.
Table of Contents:
Abstract
Chapter 1 - Overview and Introduction
Introduction
Aims and Objectives
Significance of the Study
Hypothesis
Chapter 2 Main Issues
Limitations Study
Background
Chapter 3 Literature Review
Introduction
Marketing principles
Marketing Strategy
People, Product, Price Brand Strategy
eBay Advantage
Summary Literature Review
Chapter 4 Methods
Research Design
Procedures
Data Collection
Results
Questionnaires Samples To Use
Overview eBay UK
Selling Patterns eBay
Buying Patterns eBay
Conclusions/Recommendations
From the Paper:
"The results of the study will also suggest that various external variables including gender, capital, revenues and location contribute to buying and selling patterns on e-bay (Bold, 2004; Rohan, 2003). Various obstacles in the traditional marketplace including the rising costs of advertising may dissuade retailers from selling and marketing their products using traditional means and encourage them to use online technological tools including e-bay to promote greater sales and revenues (Rohan, 2003). Buyers are also becoming increasingly savvy and competent in today's technologically advanced marketplace. One may logically reason that given this context, buyers are more likely to seek out efficient methods for shopping and acquiring necessary products. E-bay fulfills this need, which for many rests at the top of their hierarchical chain of interests. From the comfort and convenience of their homes most consumers can log onto e-bay periodically and shop from a selection of thousands of key products. This ultimately contributes to their satisfaction and stimulates increasing interest in e-retailing such as that offered at e-bay."
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